View transcript Skip to 0 minutes and 12 seconds At Wolff Olins, how do we help clients think about the idea that they want to stand for-- what their brand is going to be all about? Well, we have, actually, a very simple diagram, which we tend to call the Butterfly Diagram, which helps us and clients think that through. And I'll just explain it to you now. It consists of two circles that overlap. So there's the first one.

And the first one is about the outside world.

And our belief is that a really strong brand idea, whether it's proposition, or personality, or purpose, lies at the intersection of those two circles. What are the circles about?

We started by doing a lot of homework. We took a deepdive into the world of beauty, ran diagnostics on the competition and went wellbeneath the skin of consumer needs to find real insights.

Brand butterfly - how to create a brand purpose

We observed thatthe beauty industry largely ignored or committed to the basic needs ofconsistency, simplicity, confidence, truth and responsibility. ImpactLiving Proof has achieved unparalleled success. But within that one city are five boroughs,approximately neighborhoods, nearly a million buildings and over8. Each individual has his or her own New York.

Everyone livingside by side. This kaleidoscopic quality is one of the great things about this city.

Making a National Brand

But it also makes it difficult to represent. There isno one symbol, no one logo or brand that means New York City to everyone. ActionTo create a brand for New York City, the challenge was not to define a purpose,but to capture an essence.

This was articulated by the idea: ImpactFrom what was once many disparate and confusing identities, the NYCbrand has become the singular and strong voice for the city. In a market dominated by formal and formulaic brands,Telemar wanted to be very different. ActionWolff Olins started by defining a brand idea that captured this ambition: Cut the crap.

More than 2. Wolff Olins developed the brand strategy, brand architectureand visual expressions for this new, bigger Oi. Oi is now the largest telecom provider in South America, with14 million fixed-line and 17 million mobile customers.

Sony Ericsson, Tate and Unilever in Europe. The 80s was the great age of corporate identity.

Wally wrotethe book. We worked For 3i, Q8 and Prudential. Repsol took Recently we have helped to define what it means to be aus into Spain. And we created a little banking brand in Britain modern Arab brand, with Aldar and Mathaf. And are working at the bleeding edge of new media and technology with clients such as Skype, AOL and Microsoft.

We believe innovation is the key to growth in the 21st century. As competitionintensifies, markets become saturated and growth slows.

We believe achievingnew growth means finding new ways to delight your customers across one oftwo key dimensions: By intelligently extending your brand into new categories. By reinventing an existing category. Now I need to change the business to deliver it. Can you help? Vision should mean just that. We work with our clients byworking with them to create a visionary view of the future of their business andtheir brand.

Related titles

A vision that can be clearly and easily communicated throughoutthe organization, which will inspire change within that business. Of course, with a vision comes change.

Here we workwith leadership teams to find the key levers of change and how to focus notonly on what to do but also on what not to do. There are many brand management challenges we see today. From how tocreate flexibility within a global brand to how to manage the explosion indigital touchpoints. Mercedes-Benz and BMW cars are technically very similar but because of the emotional context that has been created around them Mercedes is technology, BMW is fun , people react differently to them.

Rational factors are similar in an increasing number of industries, including banking, financial services, oil, chemicals, computers and cars.

This makes emotional differentiation increasingly significant Economies of scale and successful corporate identity management can help reduce operating expenses when design systems are developed which can easily be implemented internationally.

Nation Branding – Can Brand and Nationhood Go Together?

As emotional factors become more important in distinguishing between organizations, the corporate vision becomes more significant — who we are, what we do, how we do it, and what we want to become. The vision helps people to answer related questions: Why should I download from or work for this company? Why should I collaborate with this company or download shares in it?

Q: What are some of the measureable benefits of a corporate identity programme? Wally Olins: A clear corporate identity can bring the following benefits to the company: Overall It enables the organization to tell the people with whom it deals what it stands for, what it is, what it does and how it does it.Not only was the traditional nobility exiled and dispersed, the Royal Family executed, a Republic proclaimed, religion excoriated, and an entire social and cultural system turned on its head but every little detail changed too.

Cut the crap. Many partners have gone the extra mile and manufactured productsor packaging in African countries, generating jobs and opportunities forlocal people. And we created a little banking brand in Britain modern Arab brand, with Aldar and Mathaf.